DriveTech, part of the AA, help drivers make better decisions in over 95 countries with their fleet risk solutions. Products include driver risk surveys, driving licence checking, driver assessments and driver coaching and training. They work with fleets mainly as an assessor and consultant to improve driver quality.
We were instructed to rewrite customer touchpoints on the DriveTech website, by proxy, to present product information in a more professional way. The existing content was difficult to read and wasn’t written for fleet operators, the target market. We recommended a more factual approach to the writing to persuade fleet operators to pick up the phone.
Our review of the website also found that while the content was well-written, it didn’t inspire the reader. A little bit of creativity was needed.
We have a great deal of experience writing about fleet risk management, coaching and licence checking. We played a role in editing the original guidance on licence checking for the DVLA, so we’re more experienced than most on the topic.
The content we wrote for the DriveTech website has improved conversion rates and increased time on page. Visitors are now clicking through to find out more about their range of products. We rewrote two pages before going on to rewrite half a dozen more. The new structure works very well.
Most of the content we wrote is now live on the DriveTech website (a few pages still have the old writing, soon to be updated). Check it out at the link below.